book: Building a StoryBrand

Building a StoryBrand | Clarify Your Message so Customers Will Listen

"if you confuse, you lose; noise is the enemy,
and creating a clear message is the best way to grow your business."

Storybrand Website Reviews | Donald Miller | EntreLeadership Takeaways - YouTube

Storybrand One Liner Exercise | Donald Miller | EntreLeadership Takeaways - YouTube

Building a StoryBrand: Clarify Your Message So Customers Will Listen: Donald Miller: 9780718033323: Amazon.com: Books

"One-Liner" is one sentence that capture the brand, that attracts right away (i.e. for movie, one-liner is worth $50K - $1M)

"What do yo do?" : Answer is a 3-part sentence:

1. Identify your customer's problem ("open, start story with the specific problem, pain point")
   .
2. Explain your plan to help them ("here is what we do to solve the problem. Make it feel like a new idea, a differentiation") Make it brief, understandable
   . 
3. Successful ending to their story. ("so that...  a summary") Make it controlling idea of your business!

storybrand Bonuses


"Here is nearly every story you see or hear, in a nutshell: 

1. A CHARACTER who wants something 
2. encounters a PROBLEM before they can get it. 
3. At the peak of their despair, a GUIDE steps into their lives, 
4. gives them a PLAN, 
5. and CALLS THEM TO ACTION. 
6. That action helps them avoid FAILURE 
7. and ends in a SUCCESS."

Book Review - StoryBrand

Examples ("to repeat hundreds of times")

"Most businesses struggle to talk about what they offer.
We have a process that helps them clarify their message,
so their companies start growing again."

"Most people can't get their heads around their financial future
so we created a financial map that puts all your info on a weekly dashboard
giving you peace of mind about your finances"

"Nobody likes to haggle with a car salesman
so we removed the salesman entirely. You can chose and test drive a car hassle free
so you have a peaceful experience getting the car you want"

5minutemarketingmakeover – Revolutionize your marketing

Human brain: 1. trying to survive; 2. trying to conserve energy;

constantly filtering information, what is important and what is not.

Goal: organize information so that people can say: "I need that"

Complex info needs too much energy to figure out the message. 

Avoid "the curse of knowledge:" we are too close to our products and services. 

Organize information for the people you are talking to.
After 5 seconds looking web site they should be able to answer:

1. What is that you offer?
2. How will it make my life better?
3. What do I need to do to buy it?

Required:

1. Easy to understand "tagline," clear message
2. Obvious call for action ("one button to press")
3. Visually show success of solving customer's problem
4. Break product in "bite-size" categories (organize for them)
5. Clear communication of "BrandScript" (messaging) 

Story Marketing: 

• Customer = Hero; Your Brand = Guide
• Story is not about yourself, the story is about the customer
• Be empathetic. Customer is on a journey, and has a problem. 
• Establish authority. Don't brag to much, that is insecure. 

Donald Miller on the Power of Storytelling with Lewis Howes - YouTube